Nike Marketing Strategy

Nike, Inc. sought professional athletes to endorse their athletic shoes and in 1985 contracted with Michael Jordan. Michael's success in sports and his endorsement of a personalized Nike brand brought in over $100 million in the first year (Kotler & Keller, 2009). Nike has continued to market successfully with their "Just Do it" campaign and their targeting women athletes.

Nike gets top athletes to wear and sponsor their products rather than events or competitions as much. Nike explains that people tend to remember what the player wore and not the brand that sponsors the event that the players perform at.

Nike is one of the most well established companies who sponsor famous athletes that impact their buyers in a more inspirational and positive way. Although Nike has been keeping their illegal sweatshops in hiding and not revealing the truth to its consumers. Nike could solve these problems of their illegal sweatshops and fix their business image and still be one of the biggest companies.

In this paper, we present an elaborate analysis of the marketing mix employed by Nike in its marketing strategy. The marketing mix is conducted on the basis of the concept of "marketing mix" which is usually referred to as the "4Ps" as an important means of effectively interpreting as well as translating the marketing strategy into practice as noted by Bennett (1997).A recommendation is also provided.

Nike is a company that has thoroughly embedded itself into the psyche of people around the world. It's a company that started with humble origins from selling footwear in the basement to becoming the behemoth in the athletic industry. Bill Bowerman, University of Oregon track & field coach, and Phil Knight, middle-distance runner under Bowerman co-founded Nike. Nike was first established as Blue Ribbon Sports in 1964 as a partnership and the name Nike was officially adopted on May 30, 1978. The infamous Nike Logo - Swoosh, was created for a fee of $35 by Carolyn Davidson, a graphics design student. In 1980, Nike becomes a publicly traded company with the completion of its Initial Public Offering of 2,377,000 shares

Nike was established in 1972 by Bill Bowerman and Phil Knight. These two men were visionaries. The goal for Nike was to carry on Bowerman’s legacy of innovative thinking by helping every athlete reach their goal or by creating lucrative business opportunities that would set the company apart from any competition. This included providing quality work environments for all who were employed by Nike.

Most notably, Nike effectively establishes its credibility, which helps the company to sell the viewer more than just what they have to offer. During the advertisement Nike proves to its audience why they have been trusted for years. For decades, Nike has made their franchise the predominant leader in the sporting goods industry. First off, the ad is based around the slogan that has been around for over 25 years: ¨Just do it.¨ It is important that the company assures the viewers´ confidence in purchasing and using the products Nike produces. In an article from USA

Nike’s main strategy revolves around product branding. Their brand compromises of a swoosh logo which is accompanied by a message of “just do it”. The logo was imprinted on all of their products with the message developed to express the individuality of their target group. The branding was further promoted by Nike’s relentless approach on the quality of their product as demonstrated when considering overseas business opportunities, quality must not be compromised in order to do so. This ensures consumer satisfaction and loyalty towards Nike.

As their products are not so different, Nike differentiated itself by creating and marketing well designed athletics and non-athletic footwear and clothing. The company managed to distinguish and establish its products by using a different marketing approach from its competitors and by improving its brand identity and consumer awareness. However, in 2006, its two rivals merged to get a 22% market share while Nike had 36%. The organisation, then, developed a new strategy to get ahead its rivals. They coupled sport icons such as Michal Jordan to endorse the brand and it was such a success that they decided to use Tiger Woods, the no.1 golf player, to introduce its new golf apparel and equipment. The association of a motivational slogan "Just Do It" with athletes that emphasize competition, fitness and sportsmanship, helped the company to position its product on the market as being of high-quality. The advantage Nike has is the competitors' incapacity of replicating its quality products and benefits. Moreover, the company is always trying to introduce new product in the market which help them staying ahead while giving a positive

Nike is a marketing trailblazer. Its commercials are so unique and iconic that every new advertising campaign is analysed by industry watchers and experts, and

Nike, the world’s largest and leading innovator in athletic footwear, apparel, and equipment, is considered to be the quintessential global corporation. The company was founded in 1972 by Phil Knight, a former track star from the University of Oregon. Their company logo, “Just Do It”, has become one of the most recognizable marketing phrases throughout the world as well as their celebrity sponsors, which include Michael Jordan and Tiger Woods, are also some of the most recognizable athletes. In 2006, Nike employed an estimated 650,000 people in 600 different factories scattered throughout the globe and had an annual revenue of

Nike's management's bet on celebrities marketing. These athlete celebrities including Michael Jordan and Tiger Woods had introduced and placed Nike and its

Many of us know Nike for the clever maketing campaigns, celebrity athelets, "swoosh" logo, and "Just Do It!" slogan. In 1963 the world's largest athletic shoe company was founded by Philip Kight and Bill Bowerman for $500 apiece and a handshake, and today has over $9 billion in revenues.

Nike has an umbrella of brands under its name like Nike Golf, Nike Pro, Nike+, Air Jordan, Air Force 1, etc. Nike is a highly recognizable brand across the globe as because of it’s swoosh logo and the trademark “Just Do It.”. Nike is endorsed by many famous sports personality which makes the brand more desirable.

Nike, Inc. has been the world’s leading innovator and provider in athletic footwear, apparel, equipment and accessories for 50 years. Their mission has been to bring inspiration and innovation to every athlete in the world; if you have a body, you are an athlete. Arguably one of the most innovative companies in the world, Nike has built its brand into an iconic world-class powerhouse that continues to dominate the market with no signs of slowing up. Nike’s marketing and advertising have been breakthrough, aspirational, and legendary over the years, featuring high-profile athletes and heroes.